I'm loving it. (sorry, I had to go there)

Dreaming In Mono - Alain Duchamp - The Dreamer from Dreaming In Mono on Vimeo.

McDonald's have done something really unexpected. No, they haven't created a happy meal that actually makes you happy. Or come up with a milkshake that doesn't leave you constipated for three days. It's almost as ground-breaking, though. They've entered the branded-entertainment space with a pretty cool web series.

“I am not a fan of traditional advertising," says creator, writer and director Jens Jonsson. "McDonald’s has basically given me a free hand to tell my story about a crazy group of characters set around a McDonald's restaurant in the far north of Sweden somewhere on the borders with Finland and Norway. The briefing was not to show how good it is with hamburgers, but rather to create content that is entertaining and fun."

See people it's that easy. Check out dreaminginmono.com for all the episodes. And kudos to McDonald's, Jonsson and Perfect Fools, a Swedish digital creative agency.

(Sharing credit to jawbone.tv)